The Impact of Social Media Marketing, Content Marketing and Online Convenience on Consumer Buying Decision Process in Fashion Apparel Industry of Pakistan

Abstract

In today's digital age, social media marketing, content marketing, and the ease of online platforms all significantly impact customer buying decisions, particularly in the fashion apparel business. This study examines how these digital marketing methods influence customer buying behavior, emphasizing the role of electronic word-of-mouth (eWOM) as a mediating factor. Social media marketing influences the consumer buying decision process, fosters peer recommendations, enhance credibility through online reviews and allows marketers to connect with their targeted audience. Traditional buying habits have changed as a result of online convenience, which includes accessibility, usability, and time-saving features. A survey of 237 respondents via Google Forms revealed a strong connection between these digital marketing techniques and consumer buying preferences, with eWOM acting as a key mediator. Overall, this study highlights the increasing importance of digital marketing in influencing customer choices and behaviors and provides practical suggestions for fashion Pakistani brands on how to make the most of social media, engaging content, and seamless online shopping experiences to attract and keep customers in today’s competitive market.